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The big 3 search engines: Why do agents hate them?



Read the comments from REALTORs on any social media website where you see the big real estate search companies advertising and you will experience a rare level of hostility. A recent Facebook advertisement targeted at REALTORs from the biggest of the three sites was titled "Become a Millionaire Real Estate Agent" and had over 100 comments-mostly from agents expressing their hatred toward the company. This post was a spectacle to say the least; most comments focused on inaccurate pricing data, bad leads, or shady business practices in general. 

Inaccurate data and bad leads? Is this why REALTORs loathe these companies? I don't think so. I don't think inaccurate pricing data has interrupted our business much. As professionals, we've always had outsiders putting bad information into the eyes and ears of our buyers and sellers. We've always had to intervene with the facts and realities of buying and selling. We've always had to be the local experts with our boots on the ground bringing order to the chaos.

Going broke on hope

As for bad leads, these companies come from a long lineage of snake oil ... I mean lead re-sellers. Real estate agents need only to be in this business about 10 minutes to learn that there are a hundred and one ways to go broke spending money on hope ... I mean leads. This is not to say that there is no merit to internet leads, but to suggest that you could become a "millionaire real estate agent" with a lead subscription is disingenuous to most experienced agents.

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